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Disruption Leads To Innovation: Reinventing Traditional Marketing For The Mobile Age

February 21, 2018 / Brian Anderson

At Demand Gen Report’s annual B2B Marketing Exchange, roughly 1,000 B2B marketing and sales professionals gathered to learn about the tech, strategies and trends disrupting the marketplace. As digital disruption from companies such as Uber and Tinder changes personal expectations for people outside of the office, decision makers within companies look for a similar streamlined customer experience that is becoming more and more available via the mobile device.  “Disruption is the key driver of innovation,” said Paul Peterman, Head of Technology and Connectivity at Facebook, during his session. “Disruption is doing new things that make the old things obsolete.” Peterman noted that the biggest trend disrupting the B2B marketplace is the growing mindset of “mobile first” in the eyes of buyers. According to Peterman, Research shows that 84% of business decision makers said mobile is vital to their day-to-day life and business decisions.